Hill - Twinings | Clapboard Ad Archive

Twinings’ Hill campaign, launched in the United States in 2012 and developed by BBDO with production by Psyop/Smuggler, marked a significant evolution for the brand’s presence within the non-alcoholic drinks sector by reframing Earl Grey tea as a deeply personal ritual of self-reconnection. Built as part of the Gets You Back To You series, the campaign leverages the distinctive voice of American folk-rock artist Lissie for a soulful cover of Fleetwood Mac’s Go Your Own Way, using the emotive power of a culturally resonant song to anchor and elevate its message. By placing a personality-driven performance at the heart of the creative, Twinings taps into what Clapboard’s taxonomy identifies as FORMAT#8—Ongoing Characters or Celebrities, a strategic approach that connects product experience to the artist’s personal brand, aligning the calming act of tea drinking with aspirational self-authenticity and contemporary relevance. The film’s visual storytelling complements the audio layer, positioning Twinings not simply as a traditional beverage but as an enabler of return to self, suggesting that the cup of tea offers a restorative moment amid a busy life. Twinings and BBDO extend the reach of this core idea beyond the broadcast medium with integrated digital mechanics—including a call-to-action to download Lissie’s track on iTunes and a Facebook promotion offering an immediate coupon incentive—transforming campaign engagement into a two-way interaction and driving both online conversation and trial. The campaign’s digital presence is not an afterthought, but a driver of a seamless user journey from discovery to purchase, successfully facilitating brand engagement that transcends passive viewing. With over 850,000 views for the campaign film, Twinings demonstrates clear resonance and audience traction, further reinforced by its music-led storytelling and the authenticity associated with its celebrity ambassador. All elements channel back to a centralized theme: Twinings as a conduit for reflection, modernity, and premium yet approachable indulgence—an advanced positioning move in a crowded drinks market. Clapboard rates this 70/100. Hill matters in the context of beverage marketing because it demonstrates that heritage brands can remain culturally magnetic and commercially relevant when they build emotionally charged, celebrity-driven experiences that extend well beyond the product itself.